As a pioneer in the industry, Yvan Tufenkjian Fine Jewelry is defined by its rich heritage and constant strive to break new grounds. This latter characteristic was the reason behind the task at hand: the brand wanted to reach new audiences, appealing to the modern, elegant yet rebellious woman.
The new 2020 collection, a mix of grace and geometry, was set to launch both online and in-stores. And so, we were on to come up with the collection concept creation, along with its name, colors, direction, photoshoot style, and mood board; as well as to planning the shoot, choosing the best crew for the job, and art directing on set.
Our aim was to produce enough content to cover a social media campaign, collection videos, and catalog for international partners.
The parallel and sharp edges of the jewelry guided us in developing the direction, and after extensive research and name shortlisting, we locked ‘Kliff’ as the best option to portray this abstract geometric world, writing it with a ‘K’ to reflect the edge and resemblance to the collection.
After that, we imagined the brand persona behind Kliff: She’s the modern woman, moving away from conformity, standardization, and judgments. She’s goal-oriented, ambitious, strong, daring, and rebellious. A true leader. A force of nature.
Reflecting all of the above on set came next on our list. We thus developed the mood board and video storyboard accordingly, scouted the perfect location that will relay our brand essence, and cast a model able to reflect our brand persona.
Following the shoot, we were able to have a library of retouched pictures with a mix of Jewelry shots, mood shots, and abstract shots, along with the main campaign video and cut-down versions to be used as teasers and excitement builders on the brand’s social media pages. A campaign catalog was also designed to be shared with international partners and A-list celebrities.